LA Business Podcast

23. Jim Cunningham & Nick Cunningham, President, Cunningham Legal

Jim Cunningham & Nick Cunningham, President, Cunningham Legal
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This episode was recorded live at the Social Media Marketing World Conference in San Diego, California. We discussed legal marketing, and growing business in uncertain times.

https://cunninghamlegal.com/

Intro: [00:00:00] Welcome to the LA business podcast, a form for business owners and senior executives to share the experiences about the elements that drive their success. Your host is Robert Brill, CEO of Brill media.co, an inc 500 company delivering the power of hyper-local advertising. Robert writes for Forbes, inc and add trade publications.

Our goal is to bring you the stories about successes and failures of people who are making big things happen in marketing, entrepreneurship and management.

Robert Brill: [00:00:52] Hey everyone. Welcome to another episode of the LA business podcast. Today we are recording live from the Social Media Marketing Worlds [00:01:00] Summit Conference Xtrordinair, and we have two guests. We have Jim Cunningham and Nick Cunningham. Tell us about yourselves and I want to talk about growth and scale and building business.

Jim Cunningham: [00:01:13] Well, my name is Jim Cunningham and I am the guy behind Cunningham legal. We are a law firm in California. We have grown from just me 25 years ago to now nine attorneys and about 30 staff and 10 offices in California. We have locations in the capital region, in the Sacramento area. And then four locations there.

And then in the, Southern California six locations, well, five and then one in the East Bay, San Francisco Bay area. And so what our law firm does is living trusts. So we help people set up their estate plan. We plan their will and their trust. Have a lot of business owner clients. We help people save taxes.

We help people when they sell a business. So, your basic, personal and corporate transactional side. And then we [00:02:00] also help people, when it’s time to inherit and you’ve got to go through all that stuff you go through. When someone passes away, it’s not easy. I mean, on a lot of levels, right?  Personally, obviously, of course, sometimes not. Right? I mean, sometimes they really glad the person’s finally gone. I guess it depends.

Robert Brill: [00:02:18] This is not funny.

Jim Cunningham: [00:02:20] We helped them through that process. And one really big area that’s totally overlooked is incapacity. So, what happens if you get sick and you can’t take care of yourself anymore?

You know, if you’re a business owner and you have a stroke, what happens? Like, people don’t think about that.

Robert Brill: [00:02:37] So literally, that happened. To someone I’m familiar with. The poor guy just died.

Jim Cunningham: [00:02:45] Yeah.

Robert Brill: [00:02:45] So lots of people trying to figure out what happens next.

Jim Cunningham: [00:02:49] Yeah.

Robert Brill: [00:02:49] Incredible stuff.

Jim Cunningham: [00:02:50] Yeah. I mean, and we like to take the point of view of the person who’s inheriting, because this is a journey that they have to go through. So not only do you have the sense of typically, you know, [00:03:00] deep loss and you know, losing your parents in many cases, but then you have to go through all these steps and unfortunately, it’s very complicated, very confusing.

And it really does take an expert. And the book that is ranked in the low thirties on LinkedIn is my book is savvy estate planning. What you need to know before you visit with the right lawyer, which is a primer on thinking about all of the issues that you have to think about before you go to the lawyer’s office.

So. Going to the lawyer’s office is step four of five, and then there are three steps before step four that you have to go through before even go to the lawyer’s office. Because, you know, newsflash, the lawyer doesn’t know you, you know, you, you know your family, and you really need to think about a lot of these things before you even go to the lawyer’s office.

Nick Cunningham: [00:03:49] My name’s Nick Cunningham. I’m a musician and content creator from Los Angeles. And, really excited to be here at the Social Media Marketing World 2020.

Robert Brill: [00:04:00] So now there’s two things, right? Like you have the Cunningham legal element and you have the content creation marketplace that you guys are developing.

So, which one do you want to start with first? I want to talk about growth and scale. So let’s talk about Cunningham Legal. So, I guess my question is, costs on Facebook are going up. Marketing is becoming ever more complex and there are so many different disciplines that I focus in on digital marketing and so many different types of things you can do just like on one platform, like on Facebook, you can advertise, you can have a chat bot to do content, content creation.

You can do live videos. I feel like there’s this element of, crazy, like I don’t know what to do. There’s so much opportunity. How do you discern what works for your business and what doesn’t? And how does Cunningham legal grow?

Jim Cunningham: [00:04:59] Well, we have grown in the [00:05:00] past by acquisition, meaning, we’ve, had 16 acquisitions of law firms since 2003.

And what happens is a lawyer will practice for 20 or 30, or 40 or 50 years, sometimes longer, and then they will finally raise their hand and say, I’m done. And then the last, for example, the last firm we acquired, the retiring lawyer was 95 years old. That’s really old.

Robert Brill: [00:05:27] He has some, some seniority.

Jim Cunningham: [00:05:30] Yes, he did. He did. He was an actually, well, long story, but yes, he was really old. And, finally, he, he says, I’m done. And so, what we’ve done is we’ve helped a lot of those lawyers exit the law practice. So one method of growing is through acquisition. Another method of growth is obviously, demand generation through marketing efforts.

I honestly, I think the best way to market is word of mouth, but that’s really, really, really hard. And I mean frankly, that’s the highest conversion is [00:06:00] word of mouth.

Robert Brill: [00:06:00] Sure, it’s like, you know, one of the things, I’ve developed in my mind over the years, and it’s not just me, it’s all, you know, my colleagues in the marketing profession and advertising profession, it’s like referrals are fantastic.

There’s a limited number of them. Cause there’s only so many humans you can connect with.

Jim Cunningham: [00:06:17] Exactly. And, I think once you exhaust that resource, then you start looking at, what’s the most effective way to advertise. And it used to be, especially for professionals, it used to be. Well, I can be in the yellow pages or the newspaper, television, billboards, you know, that I suppose.

But it was very limited. It was a very kind of a small space, and now it’s in infinity. It’s infinite. It’s a fractured environment. You know what, what do you do? I think you really need an expert on this. Now you can do some of this stuff on your own, but if you’re busy.

Robert Brill: [00:06:51] Yeah.

Jim Cunningham: [00:06:52] You know, I think you really do need to engage your professional because it’s just too, there’s, you know, you can’t, you can’t eat the whole [00:07:00] elephant.

You need people to help you with that.

Robert Brill: [00:07:01] Yeah. You know, it’s interesting. I was reminded, I just saw posts, LinkedIn, what do you, what’s your opinion on? So, in LA there’s a sweet James. Have you seen sweet James?

Jim Cunningham: [00:07:11] Yeah.

Robert Brill: [00:07:12] Like the, the billboard advertising for, the out of home advertising for, I don’t know what type of lawyer he is.

Granted I completely understand that for legal practices, chances are I would not make a decision about who my lawyer is based on a billboard that I see on the side of the road. But I will tell you there’s so many of these ads. Along with like Ariana’s Insurance. Ariana just looking like Ariana and there’s a value, with the marketers eye the use of that real estate is so strong in building a reputation in a city and building a brand in the city. What do you, what do lawyers think about that? Who aren’t doing that?

Jim Cunningham: [00:07:59] Well, I think it’s specific to the type of area of law that you practice and what has happened, I’ve been a lawyer for 25 years. You used to see a lot of generalists, people who did everything. You really don’t see that anymore. People are specialists and the specialists that tend to post on billboards are the ones with the largest fees. Which is personal injury, right? I mean, those tend to be the largest fee.

Robert Brill: [00:08:26] I didn’t know that.

Jim Cunningham: [00:08:28] Personal injury and Bankruptcy. You do see. I think there’s a lot of shame associated with bankruptcy, which is sad because the leading cause of bankruptcy in the United States is health, right? You get cancer and you exhaust your savings and then you exhaust your retirement.

And you can’t pay your bills and then you declare bankruptcy. So, it’s not necessarily you’re a bad person.

Robert Brill: [00:08:48] So, are you saying that people who fall into this bankruptcy market, they don’t go to their current network of resources, they want to go outside of the network?

Jim Cunningham: [00:08:58] Well, I wouldn’t want to ask any of my friends who’s a good bankruptcy attorney.

Robert Brill: [00:09:02] Right.

Jim Cunningham: [00:09:02] Cause there’s a little bit of shame and then personal injury. This, the money’s frankly big. So many lawyers will charge, what’s called a contingency fee arrangement. So, there’s no recovery. There’s no fee unless there’s a recovery. And some of these recoveries can be $1 million, right? And so, the attorney’s gonna get, oftentimes it’s one third of the recovery.

Sometimes a consumer can get a discount to 25%. And then if you go into litigation, the percentage is higher.

Robert Brill: [00:09:28] See, I always looked at it from insider knowledge that, I didn’t have. I always thought, and tell me if this this also applies. I always thought it has to do with the largest consumer base that exists because it’s a broad, medium, out-of-home.

Anyone who drives by, I figured there’s a lot. You have the largest opportunity to reach the most humans who are quite likely. It’s like buying it out on the homepage of Yahoo. There’s a lot of people that used to be, there’s a lot of people who are on the homepage of Yahoo [00:10:00] and maybe a quarter of them are going to buy customer, but do you feel like the customer base, it seems like you might disagree that you have a large potential customer base.

Jim Cunningham: [00:10:11] Well, what’s interesting is if you drive on a freeway by a billboard ad, and I don’t know if there’s been a study of this. I think most of those plaintiff’s personal injury billboards are not on the freeway.

 They’re not on the freeway. They’re on the road.

Here’s why. And they’re there. Oftentimes it really big intersections. If I were a plaintiff’s personal injury lawyer and I had a limited amount of money to spend, which most people, their funds are limited. I would find out where the most accidents were on each intersection. I would then look at the billboards, the billboard availability, and the price, and I would put it out on a spreadsheet and some type of matrix and I would figure out which intersection has the most injury accidents.

Right. And which is the cheapest, because I think those billboards are on city streets because people literally get in an accident and they’re sitting there. If you get an injury accident. Sure. Have you been in an injury accident? Okay. You’re there for a while and you got your cell phone and you start hurting and you go, oh man, that guy really rear ended me.

And you look up and you see the billboard.

Robert Brill: [00:11:16] Sweet James

Jim Cunningham: [00:11:18] That’s right.

Robert Brill: [00:11:19] So that’s really interesting. Like I would actually take that exact strategy into play for your business.

Jim Cunningham: [00:11:24] How fantastic.

Robert Brill: [00:11:26] How old are your customers? What? What’s the demographic? Maybe it’s not age, but what’s a key demographic?

Jim Cunningham: [00:11:31] Well, are our ideal customer.

It’s a woman age 55 with children who’s married. Yup. And so she has parents living and her spouse has parents living who is a homeowner and investible assets of $2 million and above. Now we call her Carol. Carol is our ideal client. And for those people who are listening. Whether you’re a lawyer or a dentist or whatever, you need to think about your ideal client and you need to name that person.

That’s a really, really important exercise for us, right? So that you can visualize that person. And that helps with your overall marketing and branding strategy. If you don’t have that clarity, if you say, Oh, well, we’re. You know, we’re for everyone. Then you’re, as they say, if you’re for everyone, then you’re for no one.

So, you really need to drill down.

Robert Brill: [00:12:18] Yeah. I think, I think the challenge, I think the challenge for a lot of brands, and, and I, I’m not commenting on your specific reclaim. I don’t know too much about your business, but I think that nurture and brand are the two things that companies should be valuing more that they don’t understand yet is critically important.

Jim Cunningham: [00:12:38] Yeah. And, you know, when I started this journey of building our law firm from, you know, in the last eight years we’ve increased our revenue seven fold. We’ve increased the number of employees seven fold. I didn’t, I kind of poo-pooed the concept of branding and I think it’s, it has, it’s becoming more important, not so much like, [00:13:00] yay, I’m a brand and everyone’s going to recognize me like.

You know, some big brand like Apple or Nike or something, but it’s more internal where you need to get it straight in your head, that if you’re going to be spending marketing dollars and you’re going to be pushing content out into the ether, you really need to think about who you are, what you’re doing, who you’re serving.

And that’s all part of part of branding. So it’s much more of an internal. In my view, an internal process versus an external process. Because if you don’t get it right in your own head and you’re not clear with the people that you’re engaging with too, are going to help you market, I kind of think you’re, you run the risk of wasting a lot of money.

Robert Brill: [00:13:38] I was  speaking to the head of marketing at wave.video, his name is Daniel, partially because they’re a video platform, certainly they have to do this almost to just eat their own dinner. But like they’re a lot of their marketing efforts are on the top of the funnel. It’s a lot of content development to catch anyone who might [00:14:00] be even remotely interested, and then it’s just nurture.

Just a lot of repetitive pumping the client, the potential, the prospect with information, with advertising, with communications, all this stuff to kind of capture the user when they’re ready to convert. And Daniel was saying that the average customer, turns on the trial within two hours of seeing the ad.

Wow. But the, the colder the audience, the, the, the last they’ve interacted with the business in the past is, uh, an indicator of their likelihood to then cancel the trial or not. Current turned into a paid customer.

Jim Cunningham: [00:14:42] Yeah. You know, it’s interesting, I think about my customer journey attending this conference, the Social Media Marketing World Conference, and it started with, I looked at an email, then I listened to the podcast, and then I [00:15:00] came back to the podcast and saw the email again and they kind of started out at a low price and the price kept going up and up and up.

And then finally, you know, I, I by, and, and I’m here with Nick and, uh, you know, so I’m, I’m on that receiving end, but there wasn’t engagement and the customer journey, I think as time goes by, the customer journey is getting longer and this is really hard for people. I’m 50 and it was not like this 25 years ago, and I don’t know, I mean, I, it must be hard for other people too who are kind of mid-career is, it’s really kind of frustrating, frankly, when the, the prospect is not as far along in the journey as they used to be when they initially reach out to you.

So, I think that’s just kind of a broad trend. Unless you, you know, unless you have another opinion on that, it just seems like that’s the way it is.

Robert Brill: [00:15:49] I mean, that’s supported. There’s a thing with Google study that shows that the average consumer, and again, it varies by vertical, but needs 20 to 200 consumer touch points before they make a purchase.

And it’s not all advertising. They could be. Right. It’s about the email, it’s about the social media, it’s about Facebook groups are really interesting. Like, there’s really ways to cultivate it. I’m really like excited about brand and nurture. Which is really interesting to me because most of our business, we’re driving return on ad spend, like full on, you know, person, one of our clients, they’re a restaurant and a, for every dollar we’re spending, we’re turning into $20 in receipts.

Jim Cunningham: [00:16:37] Wow.

Robert Brill: [00:16:37] That’s incredible.

Jim Cunningham: [00:16:38] That’s great.

Robert Brill: [00:16:39] But I think the, campaigns that don’t work, like we have another client that sells a consumable product and no one knows who the brand is and because they don’t know who the brand is they don’t know that they keep seeing the same message because the messaging is all varied, right?

They don’t buy, when they get to the landing page, it’s like, yeah, because I don’t know who you are. Like romance me a little bit like, like, let me give you some information about who I am so you can make a decision. You nurture the person and then finally when they’re ready to buy, cause they keep, there’s going to be a point that the message sticks, it clicks, it snaps into place.

And that’s the moment you have the customer. But if you don’t go long enough to lead the person down that path. They’re going to buy your product, except they’re going to buy it from your competitor because they branded themselves.

Jim Cunningham: [00:17:29] You know? And I think you also need to be mindful of the, essentially the nominal purchase price of your product and Peter TEALS book a zero to one.

Have you read that book?

Robert Brill: [00:17:38] I’ve listened to it.

Jim Cunningham: [00:17:39] There’s a section in the book that, I don’t quite have memorized, but for those of you who have not heard or read the book from $1 to $1,000 there isn’t a lot of human interaction. It’s limited human interaction. People will buy something under a hundred [00:18:00] dollars and they’ll just buy it between a hundred a thousand they might need a little more, you know, a little more love and so to speak.

For 10,000 and up. If the purchase price is 10,000 and up, you can afford a professional sales force. And if your price point is $1,000 to $10,000 you need a human involved in the transaction. The problem is, and it’s a math problem, the problem is you’re not generating enough revenue to cover a professional sales person.

And so the problem with having an offering of a thousand to $10,000 is you’re in the dead zone. And he calls it the dead zone because it’s not enough to provide that professional sales support, but it’s too much for people to buy without a human interaction. Unfortunately, our average price for an estate plan is about $3,800 so when we look at all the estate plans we do, right?

So, some are more, some are less, but, and by the way, that’s kind of the going rate in LA. And if you kind of average [everyone out, you know, reputable people probably higher in century city. But there’s a range, but not hardly anyone’s going over 10 for this is for foundational basic, sort of getting, getting the basic done, the essential stuff done.

And for us, it’s a real problem. And I’m just speaking totally frankly and candidly, and this is something we struggle with and you know, we’re not the only ones who struggle with this. So, it’s a tough one.

Robert Brill: [00:19:26] So we’re rolling out a marketing. So, in the same vein, we’re rolling out a marketing package that we’re, we’re in beta.

There’s no, it’s all under Brill media. We’re calling it spot on marketing where we’re moving away from advertising services as a foundational element to marketing service. Build a landing page, create an email drip campaign, or write nine social media posts a month, and run paid media primarily on Facebook and Instagram.

And what the customer is paying for is a strategy. You don’t have to do anything else, but you’re paying $1,500 a month for our thinking and everything else comes free, added value, whatever you want to call it. And so, I was on the phone today with my partner after a sales call. And the key thing that’s rattling around in my head is we have to be McDonald’s.

I don’t need to be on the sales call. My partner doesn’t need to be on the sales call. Once it’s honed, but we need are a bunch of kids. I say kids, I mean like 25 30 just age doesn’t really matter. The point is you don’t have to be the top of your sales game. You just got to know how to communicate the 5 or 10 key points and overcome objections before they even become a thing.

And your McDonald’s. You know what a cheeseburger is that you can taste the cheeseburger, as I said. Yeah, because you know what a McDonald’s cheeseburger tastes like. That’s what we are. And the only way that we can possibly succeed in that business model. Our goal is a thousand clients, paying us $1,500 a month.

The only way we succeed on that is if we’re, if we’re McDonald’s.

Jim Cunningham: [00:21:05] Yeah. You have to have your process down. How long do people stick with you at 1500 a month? How many months?

Robert Brill: [00:21:10] We’ve only been doing this for one month.

Jim Cunningham: [00:21:12] Okay. So, another very important exercise is what is the lifetime value of a client, right?

So, Starbucks, this is what I’ve heard. Starbucks will pay $100 to get you addicted to Starbucks. That’s what they’re willing to pay. We just went to Starbucks at a hotel and paid $16 for two lattes. Now it’s one of those Starbucks in a hotel that is not really Starbucks. It’s really owned by the hotel, but I’m like $16 for two lattes.

You got to be kidding me, but we’re addicted to Starbucks.

Robert Brill: [00:21:43] I didn’t realize as a hundred dollars but if it’s $100 cost per acquisition, our lifetime value must be like, I’m sure I spent three, I’m sure I spent probably $10,000 at Starbucks over the last decade. Yeah. It has to be.

Jim Cunningham: [00:21:56] Yeah. And so, I think for people who are in business, you really should consider thinking about all of the things that you can, you know, and adding value to your client relationship, all the things that you can sell to your client.

I guess. But all the things that they’re willing to buy and then add that up over their lifetime. And you can use a discount to the present-day value, right? So, if you’re going to sell $100 a month into the future, that’s not worth all those months times a hundred today because future dollars are cheaper and all of that.

But that’s really something to think about because if you can serve one. And that’s why Carol, who’s 55 is our ideal client. We don’t net an 85-year-old is not our ideal client.

Robert Brill: [00:22:37] Got it.

Jim Cunningham: [00:22:38] Because their parents are deceased.

Robert Brill: [00:22:39] So Carol, at 55 ends up coming, you build a lifelong customer with.

Jim Cunningham: [00:22:44] Right, and we pick up her in-laws and her parents, and then her kids as she ages, the kids will come back in because she’s aging and as you age, many times, for those of you who have an estate plan, a living trust, when you get old, things change or as you age, things change and many people redo their estate plan.

Essentially on a periodic basis, whatever the period is, is obviously unique, but, the situation does change. And so, people are, they do rewrite their estate plans. What the average estate plan in the United States is 17 years old. Just kind of scary.

Robert Brill: [00:23:20] Do you do a YouTube? I was really inspired by the plumber. I forgot his name.

Jim Cunningham: [00:23:24] We are on YouTube. Yeah. And actually, I ran into him in the hall. He, he’s a really nice guy. And really, happy to share information. Would you have a YouTube channel? It’s a Cunningham legal YouTube channel, and we do webinars. And those are surprisingly getting, I mean, you know, some ones out for five months and it’s got 170 views.

But what I’m hearing in talking to people is they say, Oh, I saw that webinar and I came to see you. So, I think there is value in doing it, and I’m not getting hung up on the number of, so you know, if, somebody’s out there and they say, oh yeah, you guys mentioned the YouTube videos and I put it out there and I only got 80 views.

Well, it depends on what you’re doing. I mean, if you’re doing a high value thing, it might be worth it.

Robert Brill: [00:24:04] Absolutely. So, let’s, let’s go, take the turn to a media hook. Right? You hook. Okay. So, media hook sounds like a really interesting idea at Costa, the thesis and the premise of it.

Nick Cunningham: [00:24:19] So the idea of Media Hook is essentially independent content creation outside of marketing agencies, for professional businesses. We feel there’s a big gap, in the $1 to $3 million revenue range where you can’t quite go to a national marketing agency, but you have money that you want to invest into your creative storytelling for your brand.

And we’re based in Los Angeles, and there’s such a huge community of, creative people, audio, video to make everything happen. So, we’re looking to start locally and, move nationally after that.

Robert Brill: [00:24:56] So, I mean, what’s interesting to me, there’s a dual marketplace, right? Like, you’re, you’re serving.

Professional services customers here, you’re carving out an opportunity for them to reach their customers in a sustainable way without breaking the bank. And secondly, you’re giving a really awesome opportunity to, to the traditional type of creators that existed before YouTubers, and you’re giving them an opportunity to access potentially something that could change the course of their career, right. If they hit the right commercial or they create the right content or meet the right people, like, so you actually are playing a benefit to really both sides of the marketplace.

Jim Cunningham: [00:25:36] Yeah, I mean, I’m really excited about it because first of all, Nick is my son, and so we’re doing this together, which is just is a really cool thing and it makes me really happy to do something with my son.

And I know you have a little one.

Robert Brill: [00:25:47] I do. He’s 14 months. He’s amazing.

Jim Cunningham: He’s, he’s a prop. Right? And he’ll put him in the video.

Robert Brill: Yeah, I didn’t, I didn’t use it, but I totally did that like six months ago.

Jim Cunningham: [00:25:57] Well, Nick is a Nick. He’s a professional musician, and he does sync work, and he can explain this better than I can, but basically there’s an explosion of content and you’ve got Netflix.

And then we saw this morning, Disney, and what was the other one? Disney and. I mean there’s Hulu, Hulu, but there’s Disney hand. Anyway, and what’s interesting, I didn’t realize this. Disney said the most important thing in Disney for the Disney company going forward is Disney Plus more important than parks.

More important than movies. Oh my God. More important than Star Wars. Kill me now. Right. But Disney Plus is the most important platform. So, what, what I foresee is an explosion in demand for content. Now, one thing that your listeners should be very mindful of is you cannot take a recorded song. And put that on your podcast or put it on your YouTube.

It is literally hundreds of thousands of dollars in damages and they will come after you.

Robert Brill: [00:26:57] Yeah.

Jim Cunningham: [00:26:58] It’s a total fact. So, what Nick’s been working on lately is what’s called sink work, where if you’re doing a show on Netflix, you say, I need three minutes. Of beachy sounding music from the 60s that’s original. And then they put that out. They bid it. There’s no yet marketplace for that, where they’ve the marketplace. But I think someone’s going to come up with that. But, but the other thing is that, for those of you who are in LA and maybe in the creative arts. Sometimes you kind of feel like you’re selling your soul, right?

Yeah. A little bit. And our hope is that this platform and this community that we can hopefully build is it gonna be more meaningful work.

Robert Brill: [00:27:43] So a couple things basically I can go to and say, I need kind of like, cool sounding edgy hip hop for my podcast intro and you or someone from the network will develop the content, the audio that I can use that I have the permissions, maybe not exclusive rights to, but I have the permissions for it.

Nick Cunningham: [00:28:04] Yeah. That’s, I think the, our focus moving forward is, uh, is, is video content and podcasting and the combination of the two. I, I’ve seen so much growth over the last few years. Um, in the podcast space and in video. And the hope is to start there and grow into a different aspect of creative media. Yeah.

Jim Cunningham: [00:28:24] It’s, it’s like an elevated version of Upwork. So instead of someone in India for 15 cents writing a song, you actually are employing somebody in the United States. And it’s, you know, you know,

Robert Brill: [00:28:35] Quality. I mean, look, the quality has to be there so. What, okay. If you, if there’s, if there’s no good answer to this, and it depends on like several variables tell me, but like, what would I ended up paying for

custom audio sound for my podcast.

Nick Cunningham: [00:28:56] Well, we haven’t, thought out individual pricing, but the hope [00:29:00] is that we can come in as creative collaborators, for a monthly fee, that’s you know, in the few thousand dollar range where we can take your business and your vision for what you want your brand to be and give you all the creative content to make that happen.

Robert Brill: [00:29:17] So that’s interesting. I like that a lot. You know, what I hear is also some similarity to, like 99 designs. And design crowd. So, these are, but it’s not for audio. It’s not for this type of production. It’s for like, I need graphics or I need a logo. Like I could spend $150 and get a logo in like three days.

It’s not the best logo ever, but literally the logo I’m using for my business. I had 100 bucks for it took me a week.

Jim Cunningham: [00:29:48] Yeah, and I think this what really drove this is a demand that I saw in the law firm, which is, I really need to have an eight part audio series [00:30:00] that goes out to the beneficiary of a trust.

So, mom and dad die. And the brother is the trustee and the sister is the beneficiary, meaning the sister’s going to inherit. And she keeps calling our office saying, when am I getting my money? And what we can say is, why don’t you watch this eight part YouTube series or video and call me if you have any questions.

So, if for any lawyers listening out there, you’re like, oh my gosh, how can I get that? I don’t. I’m, you know, because frankly, it’s very difficult to charge your client for somebody complaining for a half hour. That’s a beneficiary, but clients don’t like to pay for that. They say, my sister’s annoying.

That’s not my problem. I’m not paying for it. And you know, I think there’s some merit to that. Sure. So, if we can have a ready to go, and this would be really across the United States, but a ready to go offering. Now, the most important element of this, and it’s something you touched on, is strategy. It’s not the technology.

It’s not the, Oh, we just need to get out there and do it. That you really have to have a [significant, mindful approach to this. And then kind of create an outline of wire frame of what you want to talk about. And I think that is what is lacking in the marketplace. They’re sort of slightly elevated.

Robert Brill: [00:31:14] I love this. Okay, so, uh, so when is media hook? What’s the timing for media hook for people to start getting access and whatnot? Well. I think we have a domain media hook LLC. I don’t know. But, you can go to a, I don’t know. I don’t know. We just started the company last week.

Its’s a good idea. That’s a great idea.

Nick Cunningham: [00:31:34] We’re proof of concept stage.

Robert Brill: [00:31:36] I love it. So, guys, how, how can people find you, both of you?

Jim Cunningham: [00:31:41] You can go to Cunningham legal and find me www.cunninghamlegal.com

Nick Cunningham: [00:31:47] I’m on Instagram @Nickelback  N. I. C. K. E. L. B. A. C. H.

Robert Brill: [00:31:53] Thanks guys. Appreciate it. Jim Cunningham, Nick Cunningham. Thank you.

Thank you for listening to this episode of the LA business podcast. If you liked what we’re doing on this podcast, please consider subscribing on Apple play, leaving a five star review and sharing with your friends. If you have any questions, comments, or recommendations for a guest you’d like to hear on this podcast, please email me [email protected]

Thank you. Have a fantastic day.

 

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Credits

Audio Production – Echegoyen Productions

Creation and Marketing – BrillMedia.co, a hyperlocal advertising company.